That's all to the good. But one aspect of marketing has becomean important problem, and must be addressed carefully by any firmthat is serious about getting its name out. I'm referring to theproblem of client approvals.
Often, a service firm that is eager to market itself will wantto mention its work on behalf of specific clients. This isperfectly understandable, of course. The problem arises when a firmdoes not explicitly clear this with the relevant clients first.
The situation becomes especially nettlesome when it involves themedia, because when that happens, a third party is involved—and themedia are not bound to either you or your client. After all, wehave free press in this country, and a story that you pitch to themedia does not offer you anywhere near the kind of control that apaid advertisement does.
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